In this ninth installment of the Why We Buy Summer Book Club series, host Patrick Keiser explores one of Paco Underhill’s most powerful retail strategies: the Art of Adjacency. It’s the science — and art — of placing complementary products together to spark more sales. Forget fighting over “prime” display space; cross-merchandising the right way can transform ordinary shopping moments into higher-ticket purchases.Patrick shares real-world examples, from pairing apparel with accessories to creating lifestyle displays that inspire customers to buy into a feeling rather than a single product. You’ll learn how to position add-ons throughout the store, why right-hand reach matters, and how themed merchandising can sell not just products, but experiences.✅ In this episode:
Why the “magic spot” isn’t the only path to sales
How product placement next to a bestseller can drive unexpected revenue
Add-ons beyond the checkout counter — anywhere in your store
The Book People example that changes how you think about merchandising
Creative lifestyle displays that make products irresistible
How to think like your customer to create adjacencies that convert
Whether you sell fashion, home goods, books, or gifts, this episode will help you see your merchandising strategy in a whole new light and uncover sales opportunities hiding in plain sight.📚 Catch up on earlier episodes in the Why We Buy series to master the complete shopper journey.🔗 Support Main Street retailers: heartonmainstreet.org 📲 Follow on Instagram: @heartonmainstreetKeywords: Why We Buy, Paco Underhill, art of adjacency, cross merchandising, retail merchandising strategies, product placement tips, visual merchandising, independent retail, Heart on Main Street, Main Street Matters podcast, shop local

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